One of the most powerful ways you can use content is to presell a product. Doing this easily boosts conversions and sales on either your own products, or on any affiliate products you’re promoting.
Unfortunately, a lot of marketers get this wrong.
We are going to look at some of the mistakes they make and you’ll learn how you can avoid these pitfalls.
Avoiding Your Story
Stories engage readers on an emotional level, but for whatever reason, many marketers omit their own story.
This is a fatal mistake because one of the rules of marketing and building an audience is to grow that know, like and trust factor.
Stories also make content more memorable. That’s why books like the Bible are told in stories, rather than merely listing a bunch of “do or do not” behaviors.
Keep these points in mind:
- Bring the reader’s senses into the story. For example, if you’re telling bodybuilders a gym story, describe the musky, sweaty-sock smell of the locker room.
- Tell stories with a purpose. For example, tell stories about people who are just like your readers, so that your readers can identify with the subject of the story. These stories can be motivational as you explain how someone just like your reader overcame the same problem your reader is experiencing.
Hint: Consider studying the art of fictional story telling too. Fiction writers are masters of bringing stories to life and touching each of your senses in the process.
Failing to Arouse Curiousity
Arousing your readers’ curiousity keeps them hooked and engaged. And this is especially true if you follow a pattern of arousing curiousity… satisfying that curiousity… then arousing curiousity again about something else…satisfying that curiousity… and so on.
Be sure that when you do so, there is ALWAYS a payoff. If you don’t reward your readers by satisfying their need to know or find out, they’re simply going to stop reading.
So here are examples of how to arouse curiousity:
Tell readers they’ll get a benefit, but don’t tell them how they’ll get that benefit. This works even better if it goes against what people expect. For example, “Double your conversion rates… without touching a word of your sales letter!”
Get them excited about a “secret.” People are naturally curious when it comes to a secret. That’s why merely using words like “secret,” “discover” and “reveal” will arouse curiosity.
For example, “You’re about to discover the ancient dieting secret for increasing your energy three-fold!”
Ask them a question that arouses curiosity. For example, “Are you making these common parenting mistakes?”
Use a question mark. The idea here is to share a benefit that seems almost unbelievable, and then use a question mark at the end. It’s not so much of a question as it is a way to arouse curiosity.
For example: “Lose weight without hunger pangs?”
Create a cliffhanger. This works particularly well when you’re telling a story. For example, “So how much money did Suzy make with her first Facebook ad campaign? The answer is pretty surprising. I’ll tell you about it in just a few moments, but first [pivot towards some other related topic]…”
This is also useful when you want them to read something they may normally skip. It’s like mixing vegetables into a dog’s meaty dinner!
Being Author Focused
Readers really don’t care about you. They’re primarily interested in you to the extent of wondering how you can help them solve their problems. That’s why you want to create reader-oriented (rather than author-oriented) writing.
How do you do this? Simple: you use the word “you” whenever possible, while avoiding words like “I” and “me.”
For example, here’s an author-oriented “me” sentence: “I will reveal my favorite content marketing tip to attract more leads!”
Now let’s rewrite that to make it reader-oriented, by replacing the “I” and “me” words with “you”: “You will discover a powerful content marketing tip that will help you attract more leads!”
Simple, but very effective!
Now you know how to spice up your writing and add some engagement elements. Of course, this is by no means an exhaustive list.
Drop a comment below if you’d like to share your tips for keeping your readers engaged. Or even mistakes you’ve seen your peers make.